The social media sentiment at the World Cup gathers pace

As more than 40% of tweets sent in the evening relate to television according to Twitter statistics, and given kick off times in the World Cup are between 5pm and 2am for UK viewers, it’s no surprise that the biggest football tournament on the planet is getting some serious buzz on the micro-blogging network.

So much so that Twitter itself has issued a series of stats pre-tournament; specifically, nine in 10 UK Twitter users will tune in to watch the World Cup, according to a GlobalWebIndex study.

Watching football has become inherently more social in recent years, as the research found out. Around half (46%) of those polled said they thought football news breaks fastest on Twitter, with similar numbers using Twitter to get scores (43%) and to follow their favourite players (42%).

As a result, plenty of research and prediction has hit the stand over who will be the most social-happy country participating in the football jamboree.

According to programmatic advertising provider RadiumOne, if the World Cup was played in terms of social media then Mexico would beat home favourites Brazil in the final.

RadiumOne came to this surprising conclusion after putting together its Social Score methodology, and calculated that Mexico’s huge Facebook audience would give it the edge. Germany and England would be beaten in the semi-finals, while Colombia, Italy, France and the USA would lose out at the quarter-final stage.

This can be backed up with figures from social innovation providers Harkable, which has tracked through the volume of Twitter posts and found that Mexico and Brazil are the most voluble countries.

Mexico had a whopping 76% of the social share in their first encounter against Cameroon, while Brazil had 70% against Croatia. The nearest challengers to this crown so far are Colombia, which enjoyed 66% possession against Greece – though it has to be noted that Croatia’s overall social followers (255,957) are significantly higher than that of Cameroon (9,702), whose numbers are only ahead of Iran throughout the tournament.

As Brazil plays Mexico tomorrow, it will be fascinating to see how each battle is played out, both on the pitch and the social networks. Watch this space.

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